Advanced Agrilytics is excited to welcome Matt Daniels to the team as our new Regional Agronomy Lead for Eastern Illinois. With deep roots in Central Illinois and nearly eight years of experience working in Australia, Matt brings both local connection and a fresh, global perspective to the growers and retail partners we serve.
“I’m humbled and excited to be on farms I started my career on over 20 years ago,” Matt said. “Working with local growers, old friends, and meeting new growers who have joined Advanced Agrilytics has been energizing.”
From Central Illinois to Australia—and Back Again
Matt grew up in Niantic, Illinois, and got an early start in agriculture working for local growers before college. He studied Ag Business at Lake Land Community College and Illinois State University, and early on built experience across crop scouting, consulting, and precision ag. That foundation eventually led him into long-term roles focused on precision technology, training, and helping teams put new tools to work in the field.
In 2017, Matt took on a new challenge overseas, helping Raven Industries launch the AIM Command Flex spray system on the Patriot sprayer in Australia. What was originally supposed to be a two-year assignment lasted until 2024, when Raven was sold and integrated into CNH. Most recently, he served as Sales Manager with O’Connors Case IH in Australia, part of Titan Machinery’s global dealership network.
Working in Australia exposed Matt to a very different cropping system and management mindset.
“Australia has limited row crop farming,” he explained. “Broadacre cropping includes wheat, barley, oats, and chickpeas. Fertilizer is often placed in-furrow at the time of seeding with air seeders, and even the terminology is different—what we call a field is often called a ‘paddock.’”
But the biggest lessons weren’t just about crops or equipment, they were about decision-making under different constraints. Matt pointed to weed management as one of the most critical differences, not only for reducing weed seed production but also for protecting moisture. He also referenced Australia’s “green-on-brown” summer spraying window (late December through February), when fields are bare and weeds can quickly emerge after a light rain. In some cases, growers may even leave a paddock bare for a season to build moisture levels—an approach that reframes how you think about tradeoffs and long-term planning.
Why Matt Joined Advanced Agrilytics
Back in Illinois, Matt says he was drawn to Advanced Agrilytics because of the people behind the work—and the opportunity to help lead a meaningful shift in how nutrient decisions are made.
“What attracted me was the strong agronomic backing for revolutionary change in how we make fertilizer recommendations,” he said. “And the support staff surrounding the agronomy field team, plus the knowledge and experience across the entire group.”
Matt believes the industry is at a point where old habits aren’t enough, especially as growers are asked to improve both ROI and environmental outcomes.
“We’ve been stuck in our ways looking at the same metrics—yield removal, soil types, and critical fertilizer values set 30 years ago,” he said. “Today, we can drill down and know what’s under your feet in every acre, and predict how that acre will respond when the environment changes.”
When asked how he’d explain Advanced Agrilytics’ approach to a grower who hasn’t worked with the team before, Matt focused on results.
“We help growers understand what’s happening on each acre and make nutrient decisions that fit those conditions,” he said. “When you do that, you’re not just improving ROI—you’re also managing risk and making better long-term decisions for the farm.”
What Eastern Illinois Growers Can Expect
As Regional Agronomy Lead, Matt’s focus is clear: bring value to every acre by pairing strong local relationships with the Advanced Agrilytics approach, built on field-level understanding, proven data, and practical execution.
“Passionate about the service we offer,” Matt said. “I feel strongly that our agronomy tools will impact your farm by working on each acre.”
He’s also quick to emphasize that success isn’t something any one party delivers alone.
“It’s a team effort between the grower, the retailer, and Advanced Agrilytics,” he said. “To be successful we have to work as one—open communication with one goal: increase ROI on every acre.”
Asked what growers need most right now to manage risk and variability, Matt didn’t hesitate:
“Willingness to make a change,” he said. “Start small. Make one change and see the results. We have 10 years of data that backs our agronomy.”
From his perspective, Advanced Agrilytics provides value in multiple areas, especially as growers look for ways to better match inputs to field conditions and reduce loss.
“Hard to say one specific area,” he said. “But programs like matching nutrient strategy to the environment on each acre, and managing nitrogen loss throughout the year—using stabilizer and being able to variable rate both nitrogen and stabilizer—are key opportunities.”
Matt is especially excited to work with the next generation of Eastern Illinois growers.
“I’m excited to be working with a new generation, those returning to the family farm and looking for that small edge to give them stronger ROI so they can expand in the coming years,” he said. “And I love the small-town vibe. You can walk into a pub for lunch and see local growers sitting around telling stories.”
Looking Ahead
After more than 30 years in the industry, Matt doesn’t make career changes lightly, and says that’s what makes this role meaningful.
“I’ve only made a couple of career changes in my 30+ years,” he said. “I’m passionate about delivering on my word, providing solutions growers can believe in, and knowing we’re impacting their farms for the future.”
Please join us in welcoming Matt Daniels to Advanced Agrilytics. Growers and retail partners in Eastern Illinois who are interested in learning more about our approach are encouraged to connect with our team.